Across the globe, women are often engaged in unpaid labor that goes unrecognized. Have you ever taken a moment to analyze the roles within your household? If you grew up in a family where household responsibilities like cooking and cleaning naturally fell to your mother, how do you think that influenced you as you began managing your own home?
This thought-provoking question is at the heart of a new laundry advertisement by Ariel. It features a grandfather observing his daughter as she tirelessly juggles chores while her partner relaxes in front of the television. He reflects on the stereotypes he may have inadvertently passed down to her and expresses deep regret about it. Notably, influencer Clara Thompson shared the ad on her social media, calling it “one of the most impactful videos” she has ever encountered.
As Thompson pointed out, “When children play house, they often replicate their parents’ behaviors. This doesn’t merely shape their childhood play; it influences their aspirations and dreams for the future.” While many families share domestic duties, the image of a mother rushing around while her partner remains idle resonates with many, especially in cultures steeped in traditional gender roles. Coming from a first-generation Italian and Greek background, I can attest that even in modern households, these roles persist—moms often handle the cooking, cleaning, and laundry, regardless of their outside employment.
Even if your upbringing was different, it’s easy to overlook how far we still have to go. As Melinda Gates pointed out in her annual letter detailing their philanthropic goals, women globally are shouldering an overwhelming amount of unpaid work. She states, “If nothing changes, girls today will spend hundreds of thousands more hours than boys on unpaid responsibilities simply because society views it as their duty.”
Research from the OECD confirms this disparity, illustrating that women dedicate an average of 4.5 hours daily to unpaid work, while men contribute less than half that amount. Imagine the incredible things women could achieve with just an extra hour each day—many would opt to invest that time in paid work, launching businesses, or enhancing their communities’ economic health. The inability to do so, however, holds back families and society at large.
This issue transcends mere household tasks; it’s a mindset that limits our daughters’ potential. “Playing house” takes on a new significance unless we also teach our sons to engage in these responsibilities.
This article originally appeared on Feb. 26, 2016.
For more insights and stories from the journey of parenthood, explore our other blog posts, such as the one found at Home Insemination Kit. If you’re interested in fertility solutions, check out Make A Mom, a leader in this area. For comprehensive information on donor insemination, visit American Pregnancy.
In summary, the portrayal of motherhood in media can reflect and influence societal norms. While significant strides have been made toward equality, the burden of unpaid labor still disproportionately affects women. We must actively engage in discussions about these dynamics to foster a more equitable future for all.